I’m tired of adjectives, too: “innovative, world-class, unique, best.” Blah. It’s all gobbledegook. Let me see what you’ve got first - and figure out how and why it will be helpful/useful for me and me readers. Then, I can throw my own adjectives in there.

It seems like there are more ways for PR/Marketing to go wrong than to get it right. Or maybe you are just frustrated by those folks who don’t “get” blogging/bloggers (some? a few? most?).

I’d love to read the comments later today as more people in the industry get a chance to respond.

You make some excellent points. I do feel it is important to stress that if you can’t bother to figure out our names* then we won’t be bothered to read your release.

*At our site it is exceptionally easy each post prominently displays them.

@Liz - heck no. I love good PR and marketing folks. There are just many opportunities in my given day to run into the ones who aren’t so good. I feel it’s okay to communicate what I need from this group, seeing as I receive upwards of 9 pitches a day.

A good series of point Chris and one which I will be pointing my clients in the direction of when they ask me how as a PR professional to begin reaching out to the blogosphere. Why treat bloggers any differently than journalists? I wouldn’t caontact an editor without knowing his or her name.

I particularly like two points you make: it’s about being human; and accept that stuff will go wrong. Definitely two sentiments I’ve seen echoed around the PR blogosphere of late. However, I do think episodes such as disgruntled journos posting email addresses of bad PR pitchers damage the trust that we all need to have in each other. If we could *all* accept the ‘human’ and ’sh!t happens’ tenets then I think we’d all get along much better.

Being human is key, particularly in the PR universe. Many readers are weary of PR tactics and putting a real person face on it brings that which you’re promoting down to the ‘you and me’ level. Talk with the reader, not at them.

This is awesome, Chris (sorry for the adjective).

But what you’re saying is predicated on PR firms who formerly did (or still do) “old school” PR. For my company, Egg Marketing & Public Relations, I guess we’re small enough that we’ve always been trying to keep up with how PR is changing. We only know the web.

It’s convincing our CLIENTS that that’s the way to go!

Not all PR people come from PR backgrounds. I began as a blogger and a person in love with social media then got scooped up for PR. I still remain a blogger and oftentimes hate being put into that stereotyped box, although I completely understand where you are coming from–I still get pitched off topic, sent just press releases and have plenty of people who pitch me for my own blogs just not get it.

Good post though, Chris, and I wonder why all of us continue to repeat what you’ve said and people still don’t understand…?

…trying to find a positive non-PR adjective for this post … (just kidding)

Great post. As a former journalist-turned-social-media-marketer (wow, that’s a long hyphenated phrase), I often find myself straddling that journalism/marketing line.

I think this proves the point I’ve made in the past that we need to think more like journalists (in terms of transparency) and less like hucksters in our jobs. People will see that we’re just people trying to promote products and/or services we (hopefully) believe in. And hopefully, they’ll listen.

In other words, just be human. Like you say in #8, but be like that in all of your dealings. But that’s just me.

The first thing to say is that you are absolutely right. We PR (I work for Porter Novelli) types do have a lot to learn, we also have a lot to teach our clients who are equally keen on and scared of social media.

What would be nice is if both PR and bloggers could think in the terms of consequences. So for example, the PR person needs to consider the worst case scenario when they pitch, i.e. blogstorm and an upset client. That thought along should help them pitch better. Bloggers who name and shame should ask themselves are they actually helping to improve the situation in the future or just venting useless steam?

I’d also like to tell you that some of us are really trying to do it right and ask for your feedback on the approach that PN is advocating to all our account handlers http://tinyurl.com/5wg2gd

Spot on Chris. Working in a traditional agency, I have seen a number of my colleagues slide right back down the learning curve.

When I have a CMO, Marketing VP or the like, ask about the social media space and how their company can get involved it is rare that they have actually tried it out at a personal level.

Like you said, be a human first, it will let you learn the rules and etiquette before you try with your business.

Whats hard for us agency types is the transition between “old school” marketing strategy, where ideas and plans were what was sold to the client; and today, where in social media, participation is the product. Its all new to us, but well get there.

Good points Chris. The biggest challenge we PR folks face is pressure from clients. They pay the bills. When they are not happy, they fire us. With that in mind and combining that with the popularity of social media, clients expect even more instant gratification. “Why isn’t Chris writing about this product launch today.” “Why isn’t Chris replying to your emails about a briefing.”

The answers are in your points above - be human; read your target’s stuff; build a relationship before you pitch; get all your ducks in a row before you begin the convo; stop thinking like PR people and think like communicators.

This is an ongoing topic that has been complicated by folks that complicate things - untrained, unprofessional, un-read PR people. It’s not rocket science by any means.

As Bill Clinton said, or sounding like something Bill said, “It’s about the people stupid.”

These are great points, I actually just posted a similar thread on my blog called “Darwin’s Theory Applied to Marketing: How Marketing Firms, Designers and Business Owners Must Adapt or Risk Becoming Extinct” Basically talking about the same thing and how I have encountered a number of marketing professionals in my field not willing to even get acquainted with social media. The point of my blog post is comparing the changes going on right now with how around 12 years ago there were so many changes with the advent of a user friendly internet, home computers and visually based design programs. Basically those willing to take the time to learn and adapt are still in the business…those that weren’t aren’t involved in marketing and design anymore. I see the unique concepts of social media and how it is changing things to be equally important and if you don’t at least put your foot in the social media waters soon, you may soon be left on the beach.

As a PR guy who likes to think he follows the ideas you wrote here, I found myself nodding throughout your entire post. I strongly agree with your points on good writing and personalizing how you approach people (although I would argue that includes traditional journalists as well as bloggers).

You’re spot-on with your blog monitoring suggestions, too - that’s an excellent way for PR folks, whether in agencies or in corporations, to dip their toes into the social media waters with very little risk.

I’ll add an extra point to your list: Remember that blogger relations is just one part of online PR and marketing. It’s very easy to forget about other online tactics.

Thanks Chris.

Thanks, Chris. We just passed this on to all of our account reps at BLASTmedia.

“I’m tired of adjectives. Your new website isn’t innovative. The word doesn’t mean anything to me any more. Further, let me decide if it’s innovative.”

Couldn’t agree more with this statement and just said that exact phrase to a new hire yesterday (though I used the word “revolutionary” vs. innovative) - now, if only our clients would get it!

I think it’s important for marketers to know that the people who pin pointed what works years ago and how to go the most viral and get your message out in the best fashion were not marketers to start with. Ask ZeFrank, Maddox, the people behind Boing Boing or Andrew Baron. Everyone is welcome in the pool to have fun, but look at the culture and get a feel for it before diving head first. Learn from other people and dammit, be a person.

These are all really great points, Chris, and I think it’s up to those of us working in marketing and PR to keep sharing resources like this with those who may be less savvy.

In the spirit of helping to add something to the list, another bullet I would like to see is that social media engagement isn’t an activity you can throw money at.

The budgets are small for the actual platforms and collateral; podcasts are cheap, blogs are cheap, commenting on other peoples’ blogs is free. The investment comes in the form of the time it takes to participate and the enthusiasm to care more about actually learning than you do about looking cool.

Oh, and another thing:
We’re all busy — blog anyway.

Hey Chris. Nice post, good points. My fav is #12. It’s what I teach every day to my kids 4 and 6 and have to live as an example to them. As a social media neophyte, I have jumped in with both feet the last few months, I have enjoyed following you.

Chris: as usual some trenchant (uncommon adjective!) observations. It’s particularly important that communicators and clients alike know that social media is “messy” and requires a lot of work, and that there’s no guarantee of wild viral success. Managing this expectation, however, starts with PR & marketing folks setting realistic goals up front, and helping clients understand them.

When expectations aren’t properly managed out of the gate you end up with a lot of emails blindly pitching you stuff that’s not relevant, all fueled by an unreachable performance goal. Many of your points are crucial to those difficult conversations.

@Alexander Gordon

Totally with you on the managing client expectations. As an agency, many of our client do have unrealistic expectations when it comes to social media. It is on us to be frank and let them know that creating a company Facebook page is not going to blow up their Web traffic, and that putting a promo video on YouTube is not a “viral video” that is going to take the Web by storm. Good points…

This post is great–I really appreciate that you went out of your way to phrase these points in a positive light.

I just want to add to what Don Martelli said above–the pressure from clients and top brass is incredible. In my industry–publishing–the PR folk who understand these things are generally younger, and it can be difficult to get these messages through to people who are inexperienced in the web.

This is not to say that there aren’t a TON of younger pr people who mess this stuff up, just to point out that often a “compromise” must be struck that leads to less-than-perfect execution (ie, your publishing house lets you Twitter, but not with your real name and you can only tweet about press releases).

There’s no better way to humanize a relationship than a face-to-face meeting. So while it’s not always practical, I’ve found it helpful to take every opportunity to put faces with names (and blog titles and Twitter handles…).

Much harder to offend someone with a pitch when you’ve met and had a conversation. Not impossible, of course…but harder.

For a group that exists primarily as a result of the online world, I’m impressed that the social media community puts such a premium on getting folks together for meet-ups, seminars, happy hours, etc.

Not a silver bullet because geography and time and budgets are what they are, but should be considered a desirable piece of the puzzle.

[…] is so much talk lately about what social media is, what tools encompass social media and who should “own” social media.  These are all […]

Shift + F7 all the way baby! haha. I’m guilty of thesaurus-overuse.

I couldn’t agree more that you must be human. I was checking out PitchEngine the other day (I was sent an access code to check out the beta version). In order to upload your press release, they ask you to put your contact, Twitter, LinkedIn and Facebook sites.

I was nervous about having someone enter every aspect of my life (since my life revolves around social network sites). But, it’s true - if you’re not human and you’re just a giant email merger, I wouldn’t listen to you/me either.

Plus, what great networking to have your audience and clients know more about you without scheduling an expensive lunch over sushi and sake?!

Love it Chris! Keep them coming!

Great post. I’m forwarding to all our staff at Schenkein. As our social media evangelist, I’m always preaching that you’ll never ‘get it’ unless you immerse yourself in it. I’m stoked to have a third-party endorsement on that.

Good thoughts Chris. I appreciate it as do all of us who are learning and find our way in the new media world. I was particularly interested in point #4. Words sometimes lose their meaning when used improperly.

Hi Chris,

I once more have to say every marketer and pr specialist wanting to find out what all this social media is about should start reading your blog. I’m a bit privilleged, I started blogging before starting to work in MK and PR, so nothing in social media was really new to me.

Yet I still learn new things every day, from a lot of people in way different fields. I’d like to add that getting to know a blogger before you start pitching them is great for both parties. It’s easier to address someone you know than a complete stranger whose reactions you cannot really predict.

All the best,
Alina

You are right. I work for an old school co. that is STILL anti-blog. But I know our customers are out blogging & reading other industry blogs. I have been trying to read and learn (Twitter, blogs, etc.) what NOT to do as much as what TO do when my company is ready. THANK YOU for this piece. It’s exactly the advice we all need.

Point #5 is great. It really is all about relationships, I think.

Chris,
I’ve been reading your blog for a while and today’s post really resonated with me. Especially the part about being human.

As a former TV reporter, being human helped me get the stories. That’s how you develop sources.

As a PR professional, being human helps me make good pitches. And I want to know the people I’m contacting before I send stuff to them. It’s not always possible to know everyone, but it’s all about doing your homework and being sincere about your work.

Thanks again for this post.

I learned about Point 12 - “say sorry fast” - the hard way. Even though the social media have a personal aspect to them, when you are writing on behalf of an organization, as their PR/social media rep for example, you are both more and less than a person.

Arguing with people may be appropriate at a one-to-one level, but is not appropriate on a corporate-entity-to-one level. Don’t do it. In these cases, it is not about “being right,” and if you stay on that tack, you are wrong.

Apologizing means that you are responding to the feelings being expressed - anger, frustration, disappointment, etc. - and is the best and most appropriate response.

I JUST started reading you after finding your tips on selling social media to your boss. I’ve been trying to do just that for a while now. I might be making some headway. I just don’t see how any successful PIO or PR professional could ignore new media. I suppose you could, but you wouldn’t be as effective.

I totally agree about being human before profession. It’s a more rewarding way of working.

Great post and I’d add the following:
The reason for Chris’s points is very simple- but also a very different paradigm. Conversation in social media both one-to-one and one-to-many. I don’t believe there has been any other medium where this is the case. Marketers are used to the ’soapbox in the park’ approach where you shout out your message and hope it resonates with some passerby. If I am that passerby and you continue to shout at me regardless of whether I appear interested my reaction is going to be negative. in social media I will go further. I may share my negative reaction. There is a big risk in treating people in social media like a market. We’re individuals, albeit individuals with a new form of power. That’s why Chris’ message of simple respect is so critical.

This was super Chris!

Liked Niel Callanans comment “participation is the product”

As a marketing communications type, what really irks me is, as others have said “Marketing White Noise” all those adjectives and statements that just don’t work anymore. Everything is not “amazing/awesome/ground breaking/revolutionary”

Come up with something else for the pitch, I agree.

man, i’m really glad you put this out there. anybody who has ever had a blog or has at least read people’s blogs would understand those points you made. unfortunately, too many people who are trying to utilize social media for their benefit don’t understand.

Yes to all of the above.

And I don’t understand why #3 needs to be said, but it does. In face to face sales, the salesperson always chit chats with their prospect, getting to know them on a personal level before pitching to them. I’ve never understood why people have treated their sales pitches differently online.

Yes, companies should adapt to and use social media, but they should remember that behind each online persona we’re still humans who want a human connection.

Here’s what I’d like to tell you. Between this, “Drowning”, and some other similar posts, you seem to be getting awfully high and mighty in your self-appointed post as a social media guru blogger. Please be aware that your posts can come across as condescending, which will immediately alienate exactly the people you’re preaching to.

[…] Since quite a number of people who swing by my blog are either in marketing or public relations, I wanted to address you specifically for a moment. I m writing to you as part of this new version of media, one blogger not paid to blog, … more info… […]

[…] Chris Brogan has posted some excellent for PR pros working in the digital space entitled “What I Want PR and Marketing Professionals To Know.” […]

Thanks Chris. I follow you on Twitter, and can’t help but notice your frequent tweets. I wonder how you do it. Do you ever sleep?

Thanks for bringing up the humanity piece. I know I can only relate to people, not machines that spill out information. Again, this is particularly obvious on Twitter. Anyone who just wants to push stuff, I turn off. This is why word of mouth is so powerful:

http://lamarguerite.wordpress.com/2008/08/06/word-of-mouth-it-can-help-move-people-on-climate-change/

You and I must be on the same wavelength. Or maybe it is just something bubbling up in the collective consciousness. Humanity lost as we plunder cyberspace with too many commercial messages.

Carson - my drowning post was to say that I was feeling busy and overwhelmed. I can’t see how that’d be high and mighty. That’s saying, “hey… I’m busy, and I need a day to recover.” Seems pretty much the OPPOSITE of high and mighty to me.

Condescending. I can see that. Sometimes, things I write come out that way, and that’s never my intent.

Should I have to write a post like this? My inbox says yes. My last several conference speaking gigs say yes. The other dozens of comments say yes.

But I’ll be wary. By the way, you let me know when you ever see me say I’m anything more than someone with an opinion. I don’t even say expert. Just an opinion.

And with that, thanks for your opinion. Truly.

I have turned my blog into an asset for my business, because I blog about my clients. That way, they are tagged. They get found. They are not static. My clients often don’t have time to blog, do social media or even think about it. Sure, I encourage to do it and some are starting to, but I am finding my real value add is having them become part of the fabric of my blog.

[…] What I Want PR and Marketing Professionals To Know | chrisbrogan.com (tags: socialmedia pr marketing) […]

I am not a marketing or PR person but I read here out of interest (and an MBA major in marketing that I do not quite use in the classical sense).

What do I want to tell you?

Well as I said, I am a blogger but not a PR/ mktg person so perhaps you won’t think this relevant but since you are so into social media, I am sure you have some insights I can use.

Tell me how to deal with trolls.

They are everywhere. They are abusive. They hide behind cloaks of anonymity. I believe women bloggers get more abuse than male bloggers (many of my western blog readers think I am a guy but most trolls I encounter are from my country of birth - India - where my name is a dead give-away that I am a girl).

Why is this worth asking someone?

I do not like censoring comments. But even if I do not publish a comment, I see it when it is in moderation. The language and the insinuations distress me - even if momentarily.

I am about to launch my professional blog. Trolls are definitely going to be there too.

If I wish to use my professional blog to promote myself, where do I draw the line?

Hi Chris,

I don’t really interact with PR people at all anymore and I am just a tiny cog, so I could be way off base.

However, sometimes I think PR people (and others) try to “figure out” social media instead of just doing social media… Meaning they try to come at it from a corporate (benefits only) angle rather than a human (hey-how can I help you) angle.

If someone contacts me seeking only benefits I am most likely to hit delete or move on. Talk to me like a new acquaintance or friend (or at least know my name) and I will go to great lengths to assist.

Keep up the great work!

I really enjoyed this post- very informative. Do you think that people are making the transition from the internet being this impersonal, quick way to do business without developing the relationship to using the web as a tool to make yourself visable, connect with others and then buy or sell?

@carson - i think anybody who has even moderate readership to their blog would say the same. even arrington talked about it at startup school.

What’s funny is the notion that because we are less connected personally and more connected fibre-optically, that we lose the need to be personable. As you’ve noted Chris, the “pitch” loses its stigma if you only take the time to develop a relationship, to make the transition from client to friend. I like Tony Chapman’s quote that the next generation of marketers must “move the agenda and investment from shouting to conversation.”

Chris, simply brilliant! I enjoy following you and your wisdom on Twitter. Mahalo from the Aloha State.

[…] What I Want PR and Marketing Professionals To Know | chrisbrogan.com Since quite a number of people who swing by my blog are either in marketing or public relations, I wanted to address you specifically for a moment. I’m writing to you as part of this new version of media, one blogger not paid to blog, not working for a ne (tags: socialmedia tips) […]

Hi Chris,
I was introduced to your work by some mutual friends - @gregcangialosi, @shashib, @technotheory, etc… Your posts that I have read have been useful and educational. I appreciate that you take the time to share your thoughts. For someone (me) who is trying to make Social Media an everyday part of life within their own organization — all the help (which you dole out for free) we get is great.

Keep on keeping on.

How about, “What I want conversational good human beings to know”…

Okay, this pointer goes under a few categories here: being a coach, better conversations, business strategy, coaching essays, communication, words and language, web/tech, and Let’s talk story. And that’s without adding in any of the Hawaiian values i…

Good read Chris. I’ve just recently started following you after attending (or listening in) to your Twebinar. I think you offer a realistic perspective and actionable advice. It’s a new and exciting time to be in PR really, if you are willing to depart from the traditional ways of thinking and embrace the opportunities.

[…] What I Want PR and Marketing Professionals To Know - Chris Brogan Since quite a number of people who swing by my blog are either in marketing or public relations, I wanted to address you specifically for a moment. I’m writing to you as part of this new version of media, one blogger not paid to blog, not working for a newspaper or magazine outlet, not especially beholden to the traditions that have come before. I’m writing to you as a human being who likes people, community, innovation, and business, not to mention art, creativity, play, and many other things. I want to tell you a few things for you to consider. […]

[…] to PR: be a HUMAN! A very frank and honest bit of advice for us PR professionals on how to approach the blogsphere. This time from Chris Brogan. Take away: […]

[…] Social media guru Chris Brogan posts about PR people can work with bloggers. […]

Great post as usual Chris, and a ton of great comments while I was off not being a PR person for a day.

I could easily say that you are spouting a ton of common sense, but you say it in your own personal way, and any points we heard before bear repeating- repeatedly.

A quick thought from me?

1. The relationship/human thing= a new focus on things we should have been doing all along. R.I.P. mail meres for press releases (I hope).

2. Everything happens in public now– this speaks to your “screwing up” and “apologizing” fast scenarios. The online world is becoming one gi-normous first draft which, aside from feeding some of my worst habits, is creating an interesting hybrid (hooray I didn’t say “mashup”) of collaboration and transparency (ok, points off for that word).

Carry on, Mr. Brogan.

Useful advice no matter what your background, if you have a project to promote and use any sort of internet networking.

Thanks for sharing!

These are all good tips for people in PR and Marketing. Good Companies follow these guidelines for consistency in work and responses. I have read about only a few companies who did this well. One is 5W Public Relations that really understands the importance of Social Media. The President of 5WPR, Ronn Torossian even writes about this in his blog mentioning things like the political milestones of Barack Obama’s campaign launching a website devoted entirely to discrediting so-called smears.

Great post…and I completely agree with your points.

Having started at Zing PR as an online Pr account manager over a year ago I’ve seen a massive change in clients attitudes to social media.

My initial job was to show clients the potential of social media (and that is wasn’t scary, only different) and after some cool successes,I think that part is done.

Now, I find more often I find myself having to hold the client back a little when it comes to social media strategies. What might have worked for one campaign and one client may not be suitable for theirs…and sometimes this becomes the harder sell.

Now that I think clients are coming round to the idea and embracing social media, I think it’s more important then ever for agencies and marketing professionals to be discerning and considered about your SMO approach.

A simple cut and paste job will not cut it and can often result in lesser than expected returns for the client.

Keep things focused, relevant, targeted and meaningful as sometimes, a newly created Facebook group about your ‘Awesome’ new drain cleaner just isn’t appropriate.

Great points! I agree with the comments that stress the importance of educating clients as well. Last summer, I had a marketing internship with a start-up company whose leadership asked me if we could “do something viral.” I really felt like my role was two-fold: half creating positive change in their marketing efforts, and half educating the leadership on the “mystery” of marketing, especially new media marketing. It’s not a mystery, it’s a series of well-planned tactics that, over time, take on meaning in the minds of the consumers. Social media is a powerful tool toward that end.

[…] All the Marketing and PR professionals thinking of embracing the social media need a few tips and tricks. Chris Brogan has come up with a list with what they should know. […]

This article offers great advice. Social media networking is a great relationship building tool and worthwhile for those not afraid to embrace it. As a recruiter for Construction and Real Estate, we’ve been able to build relationships with a lot of talented people in these industries through this medium.

John P. Kreiss
President & CEO
MorganSullivan, Inc.
jpkreiss@morgansullivan.com
http://www.morgansullivan.com

[…] - bookmarked by 6 members originally found by starcix on 2008-10-15 What I Want PR and Marketing Professionals To Know http://www.chrisbrogan.com/what-i-want-pr-and-marketing-professionals-to-know/ - bookmarked by 4 […]